• 동아시아식생활학회지
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• 제20권4호
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• pp.606-618
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• 2010

The study investigated how 'word of mouth' originates in the chain restaurant industry. It has long been acknowledged that 'word of mouth' is a critical factor for the success of a restaurant business due to its targetability and cost effectiveness. A review of the literature revealed four antecedents of 'word of mouth': service quality, perceived value, satisfaction, and relationship quality. Based on the theoretical/empirical relationships between those constructs, a structural model composed of the hypotheses was proposed. The structural model was tested with data collected from 471 chain restaurant patrons. The structural equation modeling analysis revealed that five constructs in the proposed model are interrelated, and during this process, word of mouth is formed in the chain restaurant industry. A positive relationship between service quality and satisfaction (0.265, p<0.05), service quality and perceived value (0.831, p<0.05), service quality and relationship quality (0.465, p< 0.05), and service quality and WOM (0.263, p< 0.05) were found, indicating that service quality is a key prerequisite for word of mouth and other constructs proposed in the model. It was revealed that perceived value doe not have a direct impact on WOM formation (t=1.275, p=0.202), but a positive relationship between perceived value and satisfaction (0.293, p<0.05) and between satisfaction and WOM (0.627, p< 0.05) were found. Therefore, it was concluded that patrons' perceived value influences word of mouth formation, but that impact is mediated by satisfaction. During this process, relationship quality also plays a mediating role in generating word of mouth. Based on data analysis, theoretical/managerial implications are discussed.

• Journal of Korea Trade
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• 제23권5호
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• pp.102-117
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• 2019

Purpose - This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market. Design/methodology - This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0. Findings - The results display that, in terms of Russian consumers' perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented. Originality/value - This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

• Journal of Contemporary Eastern Asia
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• 제13권2호
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• pp.3-14
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• 2014

Online communities are an important source of electronic-word-of-mouth (eWOM), however few studies have examined these types of messages within the Middle Eastern context. This study focuses on Kuwaiti women as members of an online beauty forum; previous work has suggested a mediating effect of gender with women being more likely to trust and follow-up word-of-mouth with a purchase. A conceptual model, based on existing theoretical contributions, provides the basis of a coding framework for the message characteristics that influence members' eWOM adoption. A sub-set of the analysis is presented: 218 threads (1820 messages, coded into 6702 units) illustrating cases where eWOM was adopted and thereby demonstrating continuance intention with members returning to the forum. Content analysis revealed the prevalence of emotional aspects in messages, coded into a new category of 'community bonding'. Findings show that emotion expressed in messages is as influential and important as cognitive aspects of argument quality.

• 한국정보기술응용학회:학술대회논문집
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• 한국정보기술응용학회 2007년도 춘계학술대회
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• pp.143-154
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• 2007

인터넷이 대중화대면서 온라인 쇼핑이 가능해졌고 구매자들은 인터넷을 통해 구매와 관련 된 경험, 서비스 등을 다른 사람들과 공유할 수 있게 되었다. 인터넷 쇼핑의 특성상 제품을 직접 눈으로 보고 만져 볼 수 없기 때문에 온라인 구전(Online Word of mouth)이 상품 구매 판단의 잣대로 활용되고 있다. 따라서 본 연구에서는 온라인 쇼핑몰에서 구전 정보 특성이 구매자들의 인지된 구전 정보 가치에 영향을 미치는지 실증적으로 분석하였다. 구전정보의 객관성, 관련성, 신빙성, up-to-dateness는 인지된 구전정보가치 즉 구매 불확실성 감소에 긍정적인 영향을 주었다. 구매 불확실성 감소는 온라인 쇼핑몰의 신뢰에 긍정적인 영향을 미쳤다.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.107-135
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• 2017

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic - systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer's eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

• 유통과학연구
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• 제17권6호
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• pp.65-75
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• 2019

Purpose - Vietnamese customers have a crowd psychology when choosing and buying cars, they believe the advice and comments of those who have used the product. This paper aims to explore how factors in the relation between employees and customers affect to the customer's positive word of mouth (WOM) through customer satisfaction. Research design, data, and methodology - A survey was conducted with 250 customers. This research focus on six factors: (1) familiarity, (2) care, (3) personal connection, (4) employee competence, (5) customer satisfaction, (6) positive WOM. By using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM), this research determined the impact of relation between eployees and customers to the customer satisfaction in order to have the positive WOM to another customers. Results - This result shows that 3 factors: care, personal connection and service quality, have positive effects to customer satisfaction. Moreover, the similar relationship is found between customer satisfaction and positive WOM. The familiarity is not significant in this research. Conclusions - The research results indicate that positive WOM has an important impact of market development for automobile business enterprises in Vietnam. Therefore, administrators should have appropriate strategies to encourage positive WOM to customers.

• 한국병원경영학회지
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• 제16권2호
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• pp.31-52
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• 2011

The cutthroat competition of the market for the medical services caused changes and developments of hospital management from the traditional provider-oriented management to a consumer-oriented management toward the customer. And the popularization of on-line community through the growth and spread of internet technology is developed into an important exploration activity to provide various medical information to patient(or customer) who wishes a high-quality medical services. This is an on-line Word-of-Mouth(WOM). It is a kind of information exploration that is performed by customers before choosing the hospital with off-line word-of-mouth. In this study, we develop our research model to verify the causal relationships among on/off-line WOM, key determinants of hospital choice and the customer's will to make use of the hospitals, and total effect of these variables. We adopt a component-based PSL method for an empirical analysis of the patients experienced dermatology or obstetrics gynecology. Finally, we understand the characteristics of the various medical services and draw new and significant strategic previews.

• 한국정보시스템학회지:정보시스템연구
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• 제32권2호
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• pp.63-85
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• 2023

Purpose According to a recent survey, more than 90% of customers make purchase or use decisions for their products and services, primarily based on word-of-mouth(WOM) information (reviews, recommendations, ratings, etc.). However, few studies have explored what factors influence user's WOM intention in the context of OTT service. To address this gap, this study investigates the antecedent factors of WOM intention by adopting stimulus-organism-response (SOR) theory and pleasure arousal dominance (PAD) theory as a theoretical basis. Design/methodology/approach The research model consists of stimulus factors (diversity of original content, aesthetics, interactivity, personalization quality), emotional factors (pleasure, excitement, dominance), and behavioral factor (WOM intention). The research hypothesis was tested using the survey data collected from OTT service users of 305. Findings The result reveals that diversity of original content significantly affects on pleasure and arousal whereas it is not associated with dominance. Findings indicate that aesthetics positively influences pleasure, and interactivity is not associated with arousal. It is also proven that personalization quality has a positive effect on dominance. In addition, pleasure, arousal, and domination are proven to be positively and significantly related to WOM intention.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.213-219
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• 2020

Studies related to Electronic Word-of-Mouth (eWOM) show that the acceptance of eWOM information is an important factor in customer purchase decisions. When consumers accept eWOM information, they tend to use that information in considering before making purchase decisions. In Viet Nam, there are few studies about eWOM information, especially on the acceptance of eWOM information. Research is conducted to test the influence of consumers on the perception of the senders' identity to the acceptance of online reviews (a kind of eWOM) in Viet Nam - a case study in Ho Chi Minh City. Using adjustment techniques, inspecting the scales and a theoretical model represent the relationship among the influential factors. The research is based on a sample of 522 consumers who use the Internet to search for product reviews before buying and used Structural Equation Modeling (SEM) to test the relationships among the variables. The research results show that the scales of the variables: Message Quality, Source Credibility, Perceived Message Usefulness, Perceived Senders' Identity, Perceived Message Credibility, Message Acceptance attain the validity and reliability in the research. The research contributes to the understanding of the determinants that influence the acceptance of eWOM information, which are informational factors, and factors related to consumer skepticism.

• 한국산학기술학회논문지
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• 제14권5호
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• pp.2157-2167
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• 2013

본 연구의 목적은 온라인 패밀리 레스토랑 웹사이트 상에서 웹사이트가 제공하는 서비스품질에 대해 사용자 자신이 인지하는 서비스품질 평가와, 자신이 아닌 타인 사용자의 평가에 기반을 둔 구전효과의 영향효과가 고객만족도 및 웹사이트에 대한 재방문의도에 미치는 영향을 분석하고자 하는 것이다. 서비스품질, 구전효과, 고객만족도, 그리고 재방문의도의 4가지 구성개념을 기반으로 연구모형이 제시되었으며, 연구모형은 수도권 3개 대학의 175명의 대학생 설문지를 대상으로 구조방정식을 이용하여 검증 하였다. 검증결과, 서비스품질은 고객만족도에 유의적인 영향을 미쳤으나, 구전효과는 서비스품질과 고객만족도 간 관계에서 완전매개효과가 있음이 나타났다. 또한 고객만족도와 재방문 의도 간 관계는 유의한 것으로 드러났다. 결론적으로 패밀리 레스토랑 업체는 웹사이트를 고객관계관리의 효과적인 수단으로 활용하기 위해서 서비스품질요인과 더불어 온라인 구전효과와 같은 사회적 영향 효과를 함께 관리하는 노력이 필요할 것이다.